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Brand Strategy
Introduction
Our business ambition
Brand strategy elements
Brand strategy house
Purpose
Positioning
Our positioning statement
Our positioning narrative
Tagline
Expression Matrix
Introduction
How to use this tool
Brand elements
matrix
Examples
Audiences & expression pillars
The OMV expressions
Society at
large
Current and future employees
Media and academia
Investors and partners
Brand Architecture
Introduction
Brand architecture levels
Branding options
Descriptors
Wordmark + figurative Mark
Sub-brand
Logo endorsement
Verbal endorsement
Co-brand
Descriptors
Use cases
Overview
Typography
Color
Placement
Supporting elements
Incorrect usage
Figurative mark + wordmark
Use cases
Overview
Construction
Placement
Color
OMV presence
Flexible approach
Incorrect usage
Sub-brand
Use cases
Overview
Construction
Versions
Supporting elements
Co-branding
Incorrect use
Logo endorsement
Use cases
Overview
Versions
Construction
Color
Size and placement
Incorrect usage
Verbal endorsement
Use cases
Overview
Variations and usage
Construction
Color
Size and placement
Incorrect usage
Co-brand
Use cases
Overview
OMV communicating a partnership
OMV communicated as a partner
Incorrect usages
Naming
Naming options
Our naming cheatsheet
Descriptor: descriptive names
Wordmark + Figurative mark: associative names
Sub-brand: associative names
Content
Innovation
Sustainability & Circularity
Transformation
Collaboration
Don'ts
How to create a name
Accept
Decline
